Purpose: This is an exploratory study on consumer information and behaviour towards green, health, local, social and environmental credentials on labels. It focusses on many dimensions of sustainability in the food products that affect consumer choices with a dual purpose: to identify and define “sustainable consumption” behaviour in broad sense and to investigate empirically the factors affecting the real consumption behaviours. The purpose of this paper is to shed light on consumers’ understanding, motivation and use of sustainable labelling in order to understand the role sustainability information plays in the food products market.Design/methodology/approach: Two focus groups in order to investigate consumer motivation and behaviour in-depth and to prepare the questionnaire. Identification of the outcomes that could summarize sustainable consumption combining: purchase of local products, consume only seasonal fruit, prefer products with recyclable packaging, attention to the fat content in foods, give importance to traceability and purchase products only in the place of origin. Identification of the “at risk” virtuous consumer, using a binary logistic regression approach, taking into account demographic characteristics, the food and nutrition value system, experience, knowledge, institutional factors and marketing.Findings: Results from the focus groups are mainly in line with the empirical analysis, highlighting the key role of education in influencing consumer attitude and behaviour. Consumers give little attention to information provided on the label for sustainable food consumption and environmental protection and have little knowledge of environmental problems. The virtuous consumer appears to give importance to a better food nutrition value system, to pay more attention to ingredients and instructions on the label, to be more attentive to environmental and sustainable attributes, to be concerned about product quality and to be slightly influenced by brands and special offers.Research limitations/implications: The findings from the empirical analysis confirm the results from focus groups even if it was not possible from the empirical analysis to investigate in-depth the marketing aspects concerning the food choice. This limit probably comes from the low number of observations. Further research will focus on these marketing aspects.Practical implications: Products with sustainable attributes can become a strategic variable and allow companies to gain a competitive advantage, especially for small- and medium-sized enterprises. This may encourage the development of new marketing channels based on the direct relationship between producer and the new consumer demand, increasingly sensitive to the food security issues.Social implications: There is a potential interest and sensitiveness to having sustainable behaviour in a broad sense, but there is a lack of knowledge about how to behave to be sustainable. In the absence of binding rules, it is necessary that government promote information and campaigns to generate greater awareness on sustainability, aiming at increasing knowledge to drive the consumer’s choices. This may lead to virtuous results in terms of reducing social costs related to an unhealthy diet, food waste and unsustainable consumption.Originality/value: The results show that despite the appearance of attention to the environment and to healthy food which is associated with this emerging critical consumer in the literature, there remains the problem of the consumer giving little attention to information provided on the label for sustainable food consumption and environmental protection. This is the problem of “rules of thumb” in purchasing decisions that prevail in the following situations: when consumers have an overload of information that exceeds their processing limits; when they tend to base their decision making on heuristics, focussing their choices on brands as a proxy for high-quality, product-related characteristics.

Purpose: The purpose of this paper is to devise and then test a theoretical model to illustrate the effects of the increasing importance of social media on consumer behavior and market equilibrium in differentiated food industries. Design/methodology/approach: The authors use game theory to model the strategic use of social media by firms producing high-value food products. The authors test the predictions of the theoretical model by means of a survey of 722 randomly selected Italian food consumers using an online questionnaire. Findings: The model predicts that, as social media become more and more influential, consumers using the new media become more informed, and their concern about food quality attributes increases. At the same time, the consumers using mass media only receive less information and they prefer cheaper products to the high value one. As a result, the emergence of social media favours market segmentation and the hypotheses tested were: Social consumers are, on average, more informed than mass consumers and more concerned about environmental issues than mass consumers. The data support the theoretical model. Originality/value: The paper contributes to the debate about the impact of information from interested sources on market equilibrium, providing an innovative analysis of the role of social media.

The main objective of this research paper is to understand consumer knowledge and perception of insects for food. Primary data was collected using a questionnaire conducted in Rome, and the data was analysed using a probit model in order to understand consumers’ attitudes to include insects as a sustainable solution to meat consumption in their diet. We connected the participants with a willingness to consume insects with those that are critical, informed, and concerned about the environment. This study shows that insects’ consumption and social acceptance is very low even for people who have a greater sensitivity to sustainable diets. Suggestions are included to improve the communication of this food type to raise awareness in the consumers’ minds. This research continues the debate on sustainability and global food security.

Consumers’ purchasing choices are no longer based only on economic factors but also on ethical reasons related to environmental sustainability and food safety. However, nutritional information on food labels is underused by consumers. Often the lack or incompleteness of information available on the market obstructs the complex transition towards sustainable consumption patterns. This empirical study analysed a sample of 359 consumers from an area in Southern Italy (city of Naples) to identify homogeneous consumer clusters with respect to the assessment of the level of consumer attention to sustainable environmental, social behaviours in daily life, and also to safety attributes. The most important sources of information influencing the consumers’ choices, food safety knowledge, and future purchasing behaviour were analysed. The research sample was self-selected, and the questionnaire for the survey was administrated through a non-probability sample from a reasoned choice. The results indicate that the ideal solution is a five-cluster partition that confirms a good level of attention to intrinsic attributes, in particular food expiry, transparency of food information, food traceability, and seller confidence. In addition, the research could provide an opportunity to consider collaborative actions between policy makers and industries to increase consumer awareness of environmental attributes.

In this paper, we investigate the short-term and long-term effects of the COVID-19 emergency on consumers' decision of changing dietary habit. We used a certified dataset reporting information about 456 Italian consumers during the lockdown in the first wave of the pandemic emergency (April 2020). The survey collected data about changes in food purchases, respondents' mood during the lockdown, conspiracist beliefs, exposure to the virus, and planned food purchasing behavior after the lockdown. We used the data to construct measures of the psychological pressure exerted by the COVID-19 emergency on consumers. We use an endogenous selection regression model to assess the impact of psychological pressure on the decision of changing food purchased. The analysis identified two opposite approaches to change in food purchasing decisions: impulsive approach and reflective approach. The former is associated with a higher probability of changing food purchase but a lower probability to keep the changes in the long run than the latter. Our results suggest that COVID-19 psychological pressure was associated with impulsive approach to buy food. Consequently, food-purchasing behavior is expected to revert to pre-COVID 19 habits when the emergency is over.